Getting Started With Your Own e-Commerce Lead Generation Strategies
E-commerce lead generation strategies are something every business is dependent on whether that is for clients, users, and customers. The main goal for an eCommerce business is to increase the number of potential customers or clients. Or, in a marketing language, generating leads.
So, a lead is a person interested in your product or service. Your potential customer whom you need to convert into an actual consumer. To increase your sales, it is crucial to know the types of your leads so you can develop the right strategies.
Types of Leads
One of the important starting points in sales processes is to make a difference between qualified and unqualified leads. The practice has shown that taking the right steps can turn even the most unqualified leads into qualified ones.
A qualified (hot) lead is a person who is ready to buy and likely to convert. They have done their research and gained an insight into your company’s offers enough to decide whether it is worth investigating further.
Unqualified (cold) leads are not familiar with what your e-Commerce business offers. They might not even recognize their needs or desires. Simply put, they are still a long way from being ready to buy.
Warm leads are in between hot and cold leads. They require some nurturing before they translate into sales.
What Is Lead Generation?
Lead Generation, therefore, is a process of finding and converting your website visitors into people interested in your product or service, with the final goal to convert that interest into purchase.
This process considers getting contact information (name, e-mail address, location, etc.) from your visitors and developing a relationship with them.
Once they leave their information, visitors become leads. To generate the right leads, you need to develop the right strategy.
e-Commerce Lead Generation Strategies
There are quite a few steps to consider for e-commerce lead generation strategies. The first step is to attract attention. An Internet user discovers your offer via some of your marketing channels, eCommerce website, dropshipping store, or social media page.
The next step is to arouse interest in your visitor for your brand via content that you have created. It’s followed by awaking a desire for interaction or downloading some content.
The fourth step is them taking an action by clicking on your CTA (call to action) button.
To achieve this, you can:
- Create Lead Magnet
Lead Magnet is a content or tool that your visitors can find useful. It should be attractive enough for them to gladly give you their email address in return.
Some types of Lead Magnets are:
- A quiz
- An e-book
- A coupon
- A list of tips or tricks
- Free assessment or consultation
- Case studies or results of some research
It is important that your Lead Magnet is relevant and really useful to your audience. You can integrate it on your website as a pop-up or place it on pages that are relevant to that content.
- Email Marketing
Adding a contact form to your website is a great way to generate leads. Pop-up windows and “contact us” forms should include a section where visitors can enter their email addresses. To make your eCommerce customers feel safe to share their private information, you need to properly optimize your website.
Once you set up an email list, you can use it to connect with your leads. Email communication is one of the fastest and most effective ways to reach and nurture your customers.
For this, you can use come automated marketing software to analyze data. They obtain the data based on users’ patterns of behavior, then automatically send an email to the appropriate audience.
- Website Optimization
Great lead generation websites are optimized to work both on desktop and mobile phones. With 60% of searches done via smartphones, you should optimize your website for mobile users first. Otherwise, you can cause serious damage to your business.
To create a converting eCommerce website, you can use a Product Information Management (PIM) platform that helps you manage tons of information such as product descriptions, technical product cards, product attributes, and media files in a smart way.
Search engine optimization (SEO) is also important for eCommerce lead generation. Websites with better ranking get more relevant traffic. And optimizing your content will attract the right people to your site.
- Create a Landing Page
A page dedicated to establishing the first contact between your company and potential customers is called a lead generation landing page. Its purpose is to collect their personal information, build your contact list and start the conversion process.
To be effective, your lead gen landing page must be in harmony with your brand’s voice. Use an attractive or minimalist theme, fonts, colors, and visuals. Keep your headline, sales copy, lead form, and CTA above the fold, but try not to overcrowd the space.
You can also create a temporary landing page to announce an upcoming product or service. Lead generation through coming soon pages help you connect with people who have a genuine interest in your upcoming announcement.
Blogging is both important and useful for your website and business. Blog equals content, and “content is king”. Statistics show that around 7 million blog posts get published per day.
Content marketing is a way to attract an interested audience and introduce them to your business and products. The more your blog is optimized for search engines, the more potential leads will you find online.
People like more to learn about a product from an article than from an ad. So, the more content you have available on your website, the more likely it is that a consumer will encounter it.
- Optimize Your CTAs
Call to Action (CTA) is there to invite your website users to take a specific action. On eCommerce sites, it’s usually placed to make contact with the company and buy products. Other sites or different pages can have different CTAs, like site registration, newsletter subscription, etc.
Experience has shown that adequately placed CTA increases conversion up to several times. By increasing the conversion, CTA also reduces the bounce rate. A call to action is important for SEO, as well as for PPC campaigns.
Good calls to action use action words, create a feeling of urgency or scarcity and make the benefits of taking an action clearly.
- Social Media Marketing
With the rise of social networks, it is now easy to gain popularity and find your leads. This is a great way to motivate existing followers to start thinking about using your products and services.
Some of the ways to gain leads through social media are the following:
- Create a special and exclusive offer for your leads,
- Create an attractive offer for users who give/receive a recommendation,
- Use promo codes to increase brand awareness and generate demand for your product or service,
- Complement your organic social media advertising with paid ads so that your audience can truly see them.
Additionally, you can use influencer outreach to promote your product/service and reach users who haven’t heard about you yet.
- Conversion Rates Optimization (CRO)
Conversion Rate Optimization (CRO) is the process of optimizing a website or landing page base on the behavior of its visitors. The goal is to increase the likelihood that visitors will take the desired actions.
Without conversion, there is only traffic on the website, which in itself is not the goal. Your goal is to sell your products or services and make earnings. Without conversions and a good CRO strategy, hard SEO work won’t give any results.
Proper CRO implementation includes research, identification of landing pages to optimize, developing improvements to maximize conversion, and extensively testing these changes.
- Offer Discounts and Free Trials
One of the fastest ways to convert leads into buyers is to offer them a tempting deal, a discount, or even a free trial. Free shipping or as little as 15% off can make consumers add extra items to the cart to take advantage of the deal.
Providing a free trial to your prospects lets them see what your product looks like, the way it functions, and how they react to it. People who sign up for a free trial enter your marketing funnel and qualify as promising leads.
To keep the balance between the costs and revenues of taking this strategy, you can use an eCommerce financial model template. It can give you an answer on whether your financial actions are making the company grow.
Different people have different desires. This also refers to your customers and clients. They all want different things from you and your products.
This means that you can’t reach them all using the same marketing tricks. By personalizing your approach, you can tailor your ads and offers to make them as relevant as possible to specific leads.
Get to know your leads well and find the best way to attract them. Some of them are already among your followers, others are hiding in certain social media groups and communities. Some prefer texts, while others are attracted by interesting ads. Some like to watch videos, while others gladly join in live streaming.
E-commerce lead generation strategies is all about the customers. It is necessary to have a deep understanding of their needs, desires, and possibilities. Then implement some of these eCommerce lead generation strategies to convert them.
For maximum conversion, make it as personalized as possible, optimize your site and regularly check your data to analyze which strategies bring the most leads and sales. Then repeat.